Millennials closing in as B.C.’s biggest wine drinkers

Generation X leads the way in current consumption of B.C. wine, as more wine drinkers are enjoying local varietals

More wine drinkers in British Columbia are enjoying local varietals than ever before and the age demographics of those wine drinkers are changing, according to a new online survey.

The 2017 Winery Brand Reputation Insights Monitor is a survey conducted by Insights West in partnership with Will Creative.

The survey found that half of wine drinkers in B.C. say their preferred wine is produced in the province, and two-in-five say they are drinking more local varietals than they were five years ago.

In the online survey of a representative provincial sample, half of wine drinkers (50 per cent) say their preferred wine comes from B.C., including 55 per cent of men, 58 per cent of those aged 35 to 54 and 63 per cent of those who reside in the B.C. Interior.

The province’s wine drinkers report that more than half of the wine they typically consume (58 per cent) is produced in the province. The highest proportion of local wine consumption is observed among men (59 per cent) and those aged 35 to 54 (62 per cent).

In addition, two-in-five B.C. wine drinkers (41 per cent) say they are drinking a higher percentage of B.C. wine now than they were five years ago, while only 7 per cent report drinking less B.C. wine than they previously did.

“Millennials are definitely starting to discover BC wine,” said Ute Preusse, founder of Will Creative Inc. “More than half of wine drinkers aged 19 to 34 say they are consuming more wine from the province than they did five years ago.”

BC’s wine drinkers express a preference for red wine (36 per cent) ahead of white varietals (26 per cent), although one-in-five (20 per cent) say they like red and white wine equally.

“Red is definitely the preferred choice for BC’s wine drinkers aged 35 to 54 and 55 and over,” says Mario Canseco, vice president of public affairs at Insights West. “Rosé and sparkling wines are more popular among those aged 19 to 34.”

When it comes to brand recognition, B.C. wine drinkers easily recognize some of the Okanagan’s biggest wineries, with 95 per cent of respondents recognizing the Mission Hill brand.

Results are based on an online study conducted from Oct. 23 to Oct. 25, 2017 among 613 adult residents of British Columbia who drink wine at least a few times a year.

The data has been statistically weighted according to Canadian census figures for age, gender and region in British Columbia. The margin of error—which measures sample variability—is +/- 4.0 percentage points, nineteen times out of twenty.

To report a typo, email:
newstips@kelownacapnews.com
.


@carmenweld
carmen.weld@bpdigital.ca

Like us on Facebook and follow us on Twitter.

 

Just Posted

Pitt Meadows remembers

Ceremony held in Spirit Square Monday morning

Army vet, editorial cartoon pioneer takes salute

Army vet, editorial cartoon pioneer takes salute

ON COOKING: Banana bread with a bit of pizzazz

Ever thought of adding cranberries and pistachio nuts to your traditional loaf?

VIDEO: Maple Ridge cyclist struck by pickup, rushed to hospital

Mounties had another neighbourhood the western portion of town behind police tape again Saturday

Flames shut out Whalers Friday night

Rookie netminder gets first junior shutout

VIDEO: Hong Kong police shoot protester, man set on fire

It was the second protester shot since the demonstrations began in early June

Sportsnet fires Don Cherry after negative comments about immigrants

Don Cherry had said immigrants don’t wear poppies like other Canadians do

Trudeau’s new cabinet: Gender parity because it’s 2019? Or due to competence?

Prime Minister Justin Trudeau will soon appoint his new cabinet

Coquihalla drivers urged to be careful amid freezing rain alert

Special weather statement in effect for highways between Hope, Merritt, Kamloops and Kelowna

Canada among three G20 countries least likely to hit emissions targets

It says Canada, South Korea and Australia are the farthest off

Conservatives’ Scheer wants Trudeau to open Parliament Nov. 25

That’s five days after Justin Trudeau is scheduled to swear in a new cabinet

14 SeaBus cancellations, free rides for veterans from TransLink on Remembrance Day

Free rides also available for current Armed Forces members, first responders

Last remaining Centurion tank from the Korean War makes its journey ‘home’ to B.C.

Tank arrives in B.C. the day before Remembrance Day after a more than 4,500-kilometre transfer

‘Your vehicle burns a lot of fuel:’ Victoria drivers wake up to angry notes

‘This handbill was left on your vehicle because your vehicle burns a lot of fuel,’ notes read

Most Read